overview of using emotional touchpoint

1. EXPERIENCE BASED DESIGN
IN HEALTHCARE
IMPROVEMENT
DR LEE OI WAH
MD (UKM) CMIA(NIOSH)

2. DEFINITIONS
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3. HEALTHCARE PERSPECTIVE
 ‘A touchpoint is any moment where a user interacts in
some way with the service’
(NHS Institute Innovation and Improvement, 2009).
Eg : # arriving at the ward/counter
# talking to the nurse /HCP
# waking up after surgery
# mealtimes
# on discharge
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4. HEALTHCARE PERSPECTIVE
 Emotional touchpoints ‘are the moments where the person
recalls being touched emotionally (feelings) or cognitively
(deep and lasting memories)’
(Scottish Health Council website)
.
 They can be 'big moments' in a patient’s contact with a
service or 'small acts' that have a huge impact on an
individual whilst maybe not seeming significant to others.
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8. THE CARE JOURNEY
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9. METHODS TO ELICIT EMOTIONAL
TOUCHPOINTS
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10. STORY TELLING
 Touchpoints and emotion words (both positive and
negative) can be used to help patients and/or staff to talk
about their experiences of receiving or giving care or a
service – to tell their story.
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11. STORY TELLING
STEP ACTIVITY REMARKS
STEP1 A set of possible touchpoints is
developed comprising the key
pointsof contact with service (as
laminated cards)
Eg arrival to ward, meal
times,visiting times ,
procedure times etc
STEP 2 Create a set of positive and less
positive emotion words on smaller
laminated card.
Can be fixed with
magnetic tape before
laminated.
STEP 3 Identify point of contact to be
discussed and give emotion cards
to the story teller.
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12. STORY TELLING
STEP ACTIVITY REMARKS
STEP 4 The story teller is asked to select
emotion cards that best sum up
how the experience felt
STEP 5 The story teller is encouraged to
tell the story and invited to say
why he or she felt this way
STEP 6 The storyteller is invited to say
what could have been different, if
appropriate.
STEP 7 The storyteller is ideally given the
typed story to review and change
as required and asked for
permission to share the story to
the care team. 8/10/2019PATRICIA LEE12

13. HEARING THE STORY USING
TOUCHPOINTS
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16. PROS
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17. PROS
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18. CONS
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19. CHALLENGES
 Who do we ask to hear the story from ?
 Hearing the negative
 Knowing how to react when people discuss aspects of
their life or care that are distressing
 Emotional investment
 Prioritizing time
 Valuing the process alongside other measures of
effectiveness.
 Sharing the story with others
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20. EXPERIENCE BASED APPROACH
FOR SERVICE IMPROVEMENT
 4 key steps
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23. CAPTURE THE EXPERIENCE
Tools available :
Experience questionaire
Patient and staff esperience log
Interview (with voice /audio recording)
Interview (with film recording)
Observation (for understanding or inspiration)
CONSENT MUST BE OBTAINED PRIOR TO ALL INTERVIEW WITH
PATIENTS
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24. PATIENT EXPERIENCE
QUESTIONAIRE
 A tool to gather people’s feelings/emotions at certain points of the process of
care.
 To celebrate the positives and identify area of improvement.
 To identify the ideal emotions to evoke at each point while designing patient’s
pathway or journey. 8/10/2019PATRICIA LEE24

25. CAPTURING STAFF EXPERIENCE
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26. THE SERVICE JOURNEY
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27. PATIENT & STAFF EXPERIENCE
LOG
 A tool used to capture experiences of staffs and patients
while delivering and receiving care.
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29. UNDERSTAND THE EXPERIENCE
 The principles are :
a) Identify emotions
b) Find the touchpoints
c) Map the emotions to the touchpoints
d) Identify priority
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30. EMOTIONAL MAPPING
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31. EMOTIONAL MAPPING
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33. IMPROVE THE EXPERIENCE
 Using co-design method to generate a shared
understanding between patients , carers and staffs to
obtain different perspective on the service and
improvements that could be made.
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34. EXPERIENCE IMPROVEMENT
SHEET
 A sheet on which changes to
the service can be recorded
and tracked against
experiences.
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35. INDIVIDUAL ACTION CARD
 A simple card to record
individual’s responsibilities in
the improvement project.
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37. MEASURE THE IMPROVEMENT
 Subjective outcome
# patient’s experience (story telling,questionaire etc)
 Objective outcome
# reduced waiting time
# reduced critical event
# improved performance, safety and reliability
 Proxy measurement of patient experience
# number of incidents reported
# Thank You letters
# Sickness and absences
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